Imagine you need a car, but no one builds anything larger than motorcycles.
Still, you have a need and an idea.
So, you find a motorcycle mechanic and someone who can customize a body. After all the work, you end up with something like a car. But after you’ve used it for a little bit you discover that it doesn’t have easily functional doors, windows… heated seats, or any of that. Still, you do have a car—even if it’s not very functional.
What does this have to do with websites?
Everything.
Most websites are built by back-end developers (coders [the engine]) and front-end developers (graphic designers [the body]). Now, I have to give credit where credit is due. They often build some beautiful-looking websites! The problem is that, like your car, the functionality of a business website is less than ideal.
Why is that?
Think back to the disciplines of those who build the sites today.
Notice what’s missing?
That’s right: Marketers.
Your business website needs to be more than a billboard. It needs to turn visitors into buyers—not just any buyers, but the right ones.
You object.
“But when they built my website, they told me they did SEO (Search Engine Optimization) so my website would attract visitors!”
That’s good. SEO is important. But…
- SEO only helps search engines understand what your website offers so it can be ranked properly and (hopefully) attract organic traffic.
- Most who build websites have limited training in SEO (and it shows).
- As many have found, visitors do not equal sales. That takes specific elements on your web page.
The website industry has only existed since the mid-90s—roughly thirty years! Brick-and-mortar retail has existed my entire life, but it was only in the past twenty years that the standard store was anything other than a white box with shelves that you had to search through. The point is that it’s unsurprising that designs and elements that work are not known by everyone yet.
The answer is a Web Content Audit.
Why?
- Many Websites lack Key Elements. A best practice specialist can point these out. Some of these are easy fixes that will significantly improve your conversion rates.
- Enhanced User Experience: A stellar user experience (UX) lies at the heart of any successful website. A content audit allows businesses to evaluate the relevance, clarity, and accessibility of their content from the perspective of their target audience.
- Be the Big Fish in the Search Pond: Why do some websites always appear first in search results? It’s not magic; it’s SEO (Search Engine Optimization)! A content audit helps sprinkle some SEO fairy dust on your content so you show up where it matters. Say goodbye to buried treasure – with better search visibility, you’ll swim in organic traffic in no time.
- Provide Instant Clarity: If your website is confusing to your visitors in any way, they will leave—never to return. A Web Content Audit will help you untangle your digital footprint. We’re talking clear navigation, relevant info, and no dead ends. Happy visitors mean more time spent on your site and more chances to turn them into loyal fans.
- You Do You: You would be alarmed to come home and find your spouse talking and behaving like a different person. Likewise, your loyal customers depend on your brand. A content audit helps your website stay true to your voice, style, and values. Consistency in everything, and with some audit magic, your website will shine!
- Security, Security, Security: I recently spoke with a cyber security expert who told me that poorly designed websites are the easiest to hack or spoof. A Web Content Audit will highlight those weaknesses so that you can address them before someone exploits your website.
- Cost-Effective: Investing in a Web Content Audit is the best return on your investment. Why? Simply because it takes all the guesswork out of your process. Comparing your site to the best practices in website marketing will provide a clear blueprint for dominating your competition!
A Web Content Audit is your secret weapon if you want to dominate your market. What are you waiting for? The benefits are clear. Let’s streamline your website so you can leave your competition in the dust!